Reliance Jio was launched in September 2016 after extensive pre-launch testing. It aimed to make high-speed internet a basic necessity in India and support the Digital India campaign. During pre-launch, it partnered with celebrities and the Prime Minister to promote the brand and its vision. Coverage of Jio's launch varied across media - with some taking a neutral approach and others appearing biased. While tariffs were welcomed, connectivity issues were a concern raised on social media. Competitors responded by beefing up networks and customized plans to retain customers. Overall, Jio was seen as disruptive but a work in progress due to ongoing technical challenges.

1. T I M E L I N E
June, 2010: Reliance Industries buys 96% stake in Infotel Broadband Services
Limited
January, 2013: Infotel renamed, Reliance Jio Infocomm Limited is born.
December 27, 2015: Pre launch for employees and families, event hosted by AR
Rahman and Shah Rukh Khan.
August, 2016: Launched for vendors and selected people, pre launch for 1.5
million people followed.
September 5, 2016: Commercial launch (free for 3 months) by Mukesh Ambani,
long queues signal heavy demand

2. JIO’S VISION
• Aims to turn broadband and digital services into a basic
necessity; available for all
• Takes strong inspiration from ‘Digital India’ campaign
• Targets an overall hike in data consumption by providing
-High speed connectivity
- Digital Healthcare
- Affordable 4G devices
- Digital Education
- Digital Currency
- Digital Entertainment and Social Connectivity

3. RELIANCE JIO PRE LAUNCH STRATEGIES
• Network quality assessment program
• User base tag for predefined period
• Pre-launch Tests
• Beta Program Tests
• Services
• Claims
• Tariffs
• Mobile Number Portability (MNP)
• Association with PM Modi’s ‘Digital India’ campaign

4. ANALYSIS OF TVCs
Television Commercials For Promotion Of Reliance Jio
•Portrayal of national icons in TVCs to attract customers
•LYF mobiles too promoted by celebrities in TVCs
•Uninterrupted network as a solution to call drop problem

5. CNBC TV-18
• Biased approach
• Only pros covered, no cons
• Network 18 Ownership: RIL
NDTV Profit
• Neutral approach
• Informative reporting
• Insights on both positive and negative aspects
BUSINESS CHANNELS’ COVERAGE OF RELIANCE JIO

6. PRINT MEDIA COVERAGE OF RELIANCE JIO
Business Standard
• Main Emphasis:
(a) Response from Competitors
(b) Potential, Challenges, and Growth
(c) Telecos Price War
The Hindu
• Main Emphasis:
(a) Idea Development
(b) Main offerings through the service
(c) Controversies surrounding Jio
Economic Times
• Main Emphasis:
(a) Financial standing of the company
(b) Critical comparison

7. CELEBRITY ENDORSEMENTS FOR RELIANCE JIO
• Shahrukh Khan named brand ambassador
• SRK along with A R Rahman hosted Reliance Jio 4G
launch on December 27, 2015
• Prime Minister Narendra Modi featured as face of
‘Digital India’ in Reliance Jio print ads

8. CLONED CELEBRITY TWEETS ON #CELEBRATINGJIO (NEGATIVE
PR)

9. RELIANCE JIO IN DIGITAL SPACE
• Annual General Meeting Speech Goes Viral – Mukesh
Ambani does a ‘Steve Jobs’
• Prime Minister Narendra Modi and Shah Rukh Khan
Controversy Attracts More Eyeballs
• Reaction On Social Media Platforms Giving More Publicity

10. PERCEPTION ON TWITTER
• Tweeples celebrating Reliance Jio plans and concept
• Tweets bashing incumbents for poor network and call drops very
common
• Jio being viewed as a sure shot market disrupter, but poor
connectivity remains a worry

11. CHANGE IN PR STRATEGIES BY COMPETITORS
• Official complaint filed with TRAI against Jio’s disruptive pricing
• Reach out calls by incumbents to existing users explaining superiority over
Jio
• Network transparency introduced by Airtel with open network strategy
• Jio’s possible technical limitations outlined by competitors
• Increased attention to the issue of call drops, networks beefed up
• Customizable plans and offers launched to retain consumers

12. RELIANCE JIO: OVERALL PERCEPTION
• Low tariffs certainly good news
• Poor connectivity continues to frustrate new Jio users
• Call drop remains a major issue on social media forums
• Viewed as a game-changer by all
• Nationalist appeal due to ‘Digital India’ alliance
• Still Work in Progress

13. Thank You!
Group 2, AD-PR, IIMC, 2016-17